What Can Brands Do to Capitalize on Real-Time Moments in Live TV?

Google says Nike struck gold during the World Cup with its Phenomenal Shot app thanks in part to a new real-time ad tool, but what other options do brands and marketers have?

Nike used a new real-time ad tool from Google to capitalize upon major World Cup moments nearly in real-time while fans were in the thick of chatting about each one as it happened.

Even though it is the only brand to date to use this tool, it was certainly not alone in its efforts to make the most of real-time moments throughout the month-long tournament.

Opportunities for the 2014 World Cup are clearly long gone, but, for the next big event, we wondered: What can brands and marketers do to truly capitalize upon real-time moments in live TV?

Google and Nike

For its part, Google says it teamed up with Nike, ad agency Wieden + Kennedy, media and marketing services company Mindshare, and digital agency Grow for a World Cup campaign that let fans remix and share key moments right after they happened with Nike Phenomenal Shot on their mobile phones.

Through a new real-time delivery tool, 3-D display ads appeared across desktop and mobile sites and apps in the Google Display Network within seconds of a Nike-sponsored player making a noteworthy play.

For example, when the U.S.'s Tim Howard had a series of saves versus Portugal, Google says its technology allowed Nike to deliver ads celebrating the moment within 10 seconds. The app then allowed fans to explore 3-D versions of Nike athletes and make shareable digital posters with phrases and stickers.

A Google rep says Nike is the first brand to use the tool but there is potential for future live events such as other sporting events or award shows and reality TV.

The ads ran in 15 soccer-loving countries, including the U.K., the U.S., Spain, Mexico, Brazil, Argentina, the Netherlands, France, Germany, Italy, Turkey, Poland, Russia, Japan, and Korea.

According to Google, it ran eight ads celebrating real-time moments in total, which resulted in more than 2 million fans engaging with the experience and creating more than 500,000 remixed moments.

But that's only a small fraction of viewers.

Overall Activity

According to Facebook, 350 million people talked about the World Cup, generating 3 billion interactions, including 88 million people and 280 million interactions for the final match alone.

And, per Twitter, 672 million tweets were sent during the 2014 event and, interestingly, the platform also notes it was the real-time moments that drove the most traffic.

"When a thrilling moment occurred on the pitch, the world came to Twitter to talk about it. These patterns are evident in our match totals and [tweets per minute] peaks," Twitter says.

Indeed, Google says nearly 80 percent of consumers watch TV with a device nearby and searches spike after major events, as these moments "become the must-have, real-time currency of the Web."

Davide Grasso, chief marketing officer (CMO) at Nike, said in a blog post, "The technology is an exciting way for us to scale our interaction with athletes in real time and deliver to them content that will help fuel their conversations."

Nike did not respond to requests for comment.

"The World Cup was a massive, yet temporary event. Time will tell if this approach has legs," says Ben Plomion, vice president of marketing at online marketing company Chango. "Marketing in milliseconds is still a new concept to marketers and the landscape is evolving rapidly. The real question is whether Nike can transition this short-term success into long-term consumer engagement."

Nike certainly wasn't the only brand to capitalize upon real-time World Cup moments.

Other Real-Time Moments

Like the power outage in the 2013 Super Bowl that inspired Oreo's infamous tweet, one unexpected moment in the World Cup this year was Uruguayan player Luis Suarez's bite.

Many brands sprung to action, including McDonald's in Uruguay, which invited Suarez to take a bite of a Big Mac in a post that was retweeted 78,000 times.

Snickers found similar success in a related tweet that spurred 48,000 retweets.

Other brands, including Bud Light, Cinnamon Toast Crunch, Listerine, and Trident, to name a few, had more modest success.

"What's interesting about it is this event was totally unexpected, which means that the McDonald's team didn't have a chance to do any scenario planning...[which] is a growing phenomenon with brands that consider what interesting events could happen in real-time and have canned tweets ready to go," Plomion says. "McDonald's didn't take a huge risk because they talked about a benefit of their brand and tied it up to an event in real-time."

He uses the example of a tweet from Delta after the U.S. team's first match against Ghana as an example of a real-time effort that "did go very badly."

"This tweet played on cultural differences, which is a tougher subject to address," he adds.

Delta later apologized.

While there is not yet a magic formula to prevent mistakes or capture interest, brands and marketers do have options aside from Google's real-time delivery tool.

Best Practices

In fact, there are a number of tools they can leverage to enhance their listening capabilities and make their communications more real-time, says Azher Ahmed, senior vice president and director of digital operations at DDB Chicago.

That includes Twitter-based tools such as Radian6, Sysomos, or even native Twitter search functions. Based on the programming keywords or hashtags, marketers can get a decent feel of what's happening in the moment during a broadcast, he says.

In addition, Ahmed notes enterprise trend intelligence company Bottlenose is also an interesting platform for brands and marketers to explore because it offers a combination of trend alerts and dashboards with more predictive modeling around what's next as it emerges.

Twitter divides its own real-time best practices into three phases - before, during, and after - in an internal post penned by head of political sales, Peter Greenberger.

In it, he says brands and marketers must first decide what their goals are for a campaign, such as building brand awareness or humanizing the brand. They must also make sure to establish roles and responsibilities for their war rooms and do dry runs ahead of time.

Marketers should set up targeting parameters prior to the event, which include identifying interest categories and handles, uploading tailored audiences, and confirming budgets.

Greenberger also recommends preparing tweets in local languages ahead of time. And he says marketers should agree on an engagement strategy, including who the brand will respond to and mention, as well as identifying influential Twitter users who will be live-tweeting and would could potentially be engaged.

At the same time, Greenberger says to try to plan for various scenarios with relevant content. For an event like the World Cup, that would include anticipating goals, good plays, infractions, and results. Then, during the event itself, brands should try to add context to specific moments to improve engagement.

"If you've prepared your content based upon likely scenarios, it will not be difficult to insert details (player names, etc.) to make it more relevant," he writes.

In the war room, brands should study trending terms, spikes in tweets per minute, related tweets, and social media posts from influential users while also looking at their own metrics to help participate in big moments.

And when all is said and done, brands should keep their teams in the war room to brainstorm what worked and what could be improved upon next time. They should also use analytics to measure success against goals and optimize for the next event.

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It Is Time for Brands to Bring Their Social Media Home

This week we had the opportunity to celebrate the accomplishments of Scott Monty as he left Ford to begin a new chapter in his storybook career. Scott has always been a hero of mine, not because of what Ford accomplished online, but more because of how he has guided people inside and outside Ford to the new world of social media. I have said often that social media is more a mindset than anything else, and Scott has been a perfect example of that, and will continue to be in the future. He is a leader. 

As we were celebrating Scott, we had the opportunity to also look back at social media over the past seven years, as well as where social media is heading. Back in 2007 and 2008, social media was all about people. Even the branded accounts we knew were often also about the people behind the brand. We trusted them. Our view of social media was that it would change business forever, placing greater importance on the Customer and their experience: it was rooted in the “people to people” connections of brands and Customers. Social media was not about brands talking, it was about people talking about what was important to them, and the related conversations they could have with real people from a brand. Hopefully that meant talking positively about your brand.

During that time many people, such as Scott, myself, and others, built up personal brands. I can’t speak for everyone else, but I personally never wanted a personal brand. I just simply did what I was passionate about. That was always the theme I found with people who built a personal brand; they were highly passionate about something and they lived it every day. I loved the good ol' days because we were such a tight-knit community. Luckily, many of us built long-standing relationships that I expect will continue for a long time to come.

Starting in late 2009, early 2010 we saw the birth of social media ninjas, gurus, or whatever else they called themselves. The message to brands became "You must be on social media. Social media will forever change your way of marketing and the best part is that it is free." This message grew louder and louder and companies started to believe that simply by tweeting or posting on Facebook they were going to grow by leaps and bounds. With this we saw a cottage industry begin to grow with social media marketing firms, community management, and the beginning stages of content development firms. With each new firm, the ways someone could sell your brand grew tremendously. Companies slowly bought in.

Next came the tools, with tons of promises of new Customers, new insights, and most of all, the amazing growth of fans. It did not matter if the fan was a person, Customer, or just a robot. As long as they could show fan growth, they were a winner. As time moved on, companies started to realize unengaged fans were not adding value, so they started to look at themes such as engagement. Companies also began taking their social media activities to broader places beyond the initial big three of YouTube, Facebook, and Twitter. Expectations were increased at every point in this process. Throughout all these years thousands and thousands of case studies were presented, showing the huge value social media was bringing. Each of these cases studies focused on usually small things but the data was twisted to provide this amazing case for putting more money to social whether it was for agency spend or these new fancy tools that would deliver everything, including sliced bread. 

Around this same time we saw the birth of “social business,” which spoke to the need for greater collaboration inside (and across) the workforce, as well as directly connected business functions with Customers. This of course was an easy concept to sell to executives. Unfortunately, it really became a means to sell collaborative software, not truly social business. The Customer connectivity, relationship and day-to-day insight and digital/social Customer experience of a business was lost to software supported internal collaboration. In fact most executives did not understand social business, but they bought into collaboration. The problem is software does not solve the culture issues, which are the root cause. This has led many to believe social business does not work. The end story to this little component is not bad, but we will get back to that later. 

Back to the public side of social media and the continuing evolution. As companies participated more and more in social media, content became key. We started to see the rejuvenation of terms such as content marketing. The challenge with content marketing was just that. Mass marketing of company content generated volumes of company messages that became an avalanche of mass marketing content flooding social media.  Consumers started to ignore a lot of the messages, but also it was harder and harder for brands to break through the noise to be heard.

Then we had the big moment when Oreo had a slam dunk during the Super Bowl. This was the birth of real-time marketing. Although the term and concepts were outlined before that, the Oreo moment was the key to show potential success. The problem with real-time marketing was always the fact that brands sought to be the center of attention instead of being one with the community. In my view this Oreo example, as well as the recent Arby's example, were not trying to be center of attention but to be part of an overall conversation. The problem with virtually every other attempt? They were all trying to spam conversations, which to me is never a good approach.

We have continued to see content marketing grow. I fear it is growing so much that it appears more like a bubble that is ready to burst. Brands started pushing content everywhere and anywhere. The content itself often is more push messaging with very little, if any, benefit to me as a Customer. You can view any brand Facebook page or the infamous native advertising being done throughout the Internet. I personally feel most brands are getting this all wrong, and they will struggle to see a return on investment, no matter what their agency or marketing professionals are telling them. Today we are seeing multiple news sources trying to capitalize on potential advertising revenue; with brands as publishers, they now offer new and improved ways to generate content for what is really nothing more than good old fashioned ads. I am personally not against native advertising, or advertising of any kind for that matter. I think the challenge is making sure it is done in a way that is not to trick the reader.

Anytime you are trying to trick the reader, or calling your potential Customer a fool, you are not starting from a good position. The other problem is often times the content does not focus on the Customer needs and instead focuses on how great the product of a company is. To be honest, I do not care about your product or company. I care about myself and my family’s needs. This feeling flows through all aspects of marketing, including social media, digital, native advertising, or TV. You can make me laugh, or cry, but at the end of the day I focus on what I deem to be more important aspects of my life.

As Forrester has pointed out, CMOs are starting to get frustrated with Facebook and Twitter. I expect this frustration will only grow deeper and deeper through the course of this year. At first the CMO was frustrated by the algorithm shift. They bought fans in the past, and now they cannot reach them! But as the CMOs dig further, they will realize the algorithm changes were caused more by bad content than anything else. Today there are Facebook pages that do see strong organic spread, but they typically did not buy fans; instead, they earned them and their fans are highly engaged.

We fail to recognize that most people today take advantage of mobile and the mobile newsfeed. They do not drift to fan pages at all, and if it is in their newsfeed they blow right past it. The only people I tend to see engage with brands tend to be other marketers or employees of the brand. All these efforts on Facebook are starting to get costly when you consider the hours to create content, costs of approving the content, and the community management. Now you add to that the ad spend all for bad content! This is not working out so well, and it is no wonder people are questioning it.

Many will agree with these frustration points and will think Twitter offers so much more. But the reality is very different. There are exceptions to everything, but as I have watched engagement across Twitter, especially for brands it seems to be going down. I think these CMOs are seeing the same. During one of the recent music awards events, typically a time for real-time marketing, it seemed that it was more about brands simply talking to each other, instead of the audience. As you look through brand activities you see fewer and fewer retweets or engagement of any kind. Often people who love Twitter will point to followers. If you want to have fun start running brand accounts through Status People’s fake follower tool. You will see surprising results. In the Forrester report, these same CMOs are interested in doing more on other platforms, but I wonder how long before they are frustrated with those as well.

That was a bit of history. I am sure there were some things you agreed with and others you did not. I now want to clue you in on a little secret. Social media was and will always be about people.

I don't mean people like Scott or myself, but everyday people. They are your employees, family, friends and even your enemies. Social media is about people talking with people. Guess what? Your brand is not a person and never will be. It is very difficult for any brand to build the level of trust that we have for those around us. The key to understanding social media is understanding the people in it. This is not about having the single spokesperson, like Scott or myself. It is about building a social media mindset throughout your organization. A culture shift in control and power, but one that has already happened whether your executives realize it or not. This is nothing new.

If your brand wants to succeed in social media, the keys to success have always been the same:

• Create remarkable experiences for your Customer. We have to make sure products and services are designed to give the Customer a reason to talk positively about your brand. The good news in this arena is that many companies are starting to work on improving the Customer experience. I expect the challenge will be having a deep cross-functional understanding that your Customer already has. Much of the improvement to date is due to many of you working in social media.
• Employee empowerment. Your employees are the greatest assets for most companies, but we often fail to empower them to talk in social media. This is a big mistake; you're overlooking one of the greatest ways you could build trust in the brand. Instead of having policies that say no, teach them, help them.

Marketing may have brought the necessary budget to social media, and sometimes the excitement to company leadership, as you have learned social media is much bigger than your piece of the business. Now is your chance to step up an help lead your organization into the future. You are amazing storytellers and is now time to use the story inside ths organization to drive the culture change required in the connected era we live. It is time to truly lead your organization and the Customer experience.

I did mention that I expect deep changes in businesses and social media over the next six months and continuing into next year, and now I will outline a few. We are at a stage in social media where push, mass marketing has overwhelmed the space, causing less and less interest in brands. I expect the difficulties with organic performance of Facebook pages to continue to frustrate businesses, leading to many to abandon the efforts. This is not necessarily a bad thing for the employees, businesses, or even Facebook. We may not see social or community management in titles, but these individuals know what the needs of their Customers are and will be invaluable to organizations that want to do things right.

We are moving to an "age of context," as Shel Israel and Robert Scoble so nicely put it in their book, and that will be key to success in the future. The key to seeing that success starts today! The worlds of marketing and communications have been completely changed forever and I have a few recommendations to help you deal with those changes. 

1. First, stop plastering messages everywhere that no one cares about.

I recommend brands step away from many of their existing social media efforts as well as ineffective content marketing efforts. You can feed the bubble as long as you desire, but the reality is at some point it will burst. I would recommend starting to build a huge content library within your own web properties. If you are a service oriented organization, than the content should focus on helping your Customer in all aspects of your product's life cycle. Eventually we will be delivering this information to Customer on and off our web properties, specifically based on their context rather than our own. The reality is that context is owned by the Customer, and my context will be very different from yours. I do expect we will discover context through social media data as well as company owned data. This is where I expect Facebook, Twitter or other social networks will have the opportunity to thrive. At the same time I expect these social networks will work to ensure advertising is not within their properties, but actually off their network using their data.

2. Build a digital culture throughout the organization.

We have to stop thinking within our silo, and realize we are in a connected business and we have to lead the transformation. Social and digital are really a mindset that must be lived throughout the organization. The best example of the transformation going on right now is with the NY Times and the leaked report of their newroom. Altimeter also put out a report that many of you will find useful.

3. Data is currently a hot topic at many institutions, as well as in the minds of many Consumers. Be wise and smart about it – as well as transparent and honest.

We are starting to recognize all the data we leave behind and have no control over. Issues involving this will only grow over the next few years. I expect there will be some companies that will use data properly, while others are not as appropriate. I recommend companies start thinking this through today and offer their Customer a view on how they would use data, and, more importantly, how they would not  -- and within companies, start using the data for insights and meaning, beyond just likes and Retweets. 

We have achieved a very different world, and we did this together. Companies are slowly moving to become more Customer-centric, a little more transparent, and they are realizing they no longer control the message. This is a slow process and more disruptive to some industries than others. The key is understanding that these changes are happening. I even see many companies looking at digital transformation in the way the NY Times is. This is all a credit to you. Change will not always be comfortable, even for us, but together we can see the future. To me that future is bright.

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Awesome Things Brands Did on Social Media in 2013

2014 is already here. Brands have begun to roll out new campaigns, new products and all other things new. We know, we know; but we just couldn’t get over how good a year 2013 was for brands in the world of social media. The crazy Chipotle hack, Oreo’s well-timed Super Bowl post, the return of the Twinkies and so many other amazing events are all probably going down in social media history.

The year was truly eventful and many campaigns took social media by storm. Here are the biggest blockbusters of the year. They sure have set the bar high for 2014.

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4 Memorable Twitter Campaigns of 2013

Super Bowl Blackout Leads to a Touchdown for Oreo

While you may think it's been talked to death, it's undeniable that Oreo's quick and witty response to the Super Bowl blackout is one of the most memorable social campaigns of the year.

Many people may not remember, but Oreo paid millions of dollars to run an actual ad during the Super Bowl. However, the most memorable thing from the cookie company that day was their quick and playful Twitter ad.

Why it's Memorable: In only one hour Oreo's message was retweeted 10,000 times. Weeks after the Super Bowl was over, more people were talking about Oreo's clever campaign than who won the game.

Jell-O's #FML Hashtag Hijack

Earlier this year Jell-O decided to jump on the hashtag bandwagon with their #FML or "Fun My Life" campaign.

Everything from running out of caramel dipping sauce to hitting a parked car can evoke a #FML (f*** my life) response from many social media users. Jell-O began responding to #FML posts on Twitter and instead promising the recipient "care packages" courtesy of Jell-O.

Why it's Memorable: Some people thought that Jell-O's #FML spin was great, while others took it as an opportunity to publically bash the delicious jiggly treat. Either way, Jell-o brought their brand name back into focus.

Charmin's TMI Approach

Toilet humor. Let's face it, the majority of us think it's funny, whether we will admit it or not. It's about time that a consumer product like Charmin's toilet paper has a little fun with their branding.

Charmin's #tweetfromtheseat campaign has done a fantastic job of quickly finding a way to incorporate their hashtag with current events, as well as finding a way to work in other products (like Febreze) into their bathroom humor.

As of late it appears that Charmin has also done some hashtag hijacking of their own, namely the #thatawkwardmoment hashtag on Twitter.

Why it's Memorable: Charmin's direct and playful approach has taken us where no other toilet paper has taken us before, making bathroom humor public and acceptable.

Starbucks Believes Sharing is Caring

Thanks to Starbucks, Twitter users are just now three simple steps away from giving away free coffee to their social media BFFs. Here's how: link your Starbucks and Twitter accounts, tweet a coffee to a friend using @tweetacoffee, and voila! Your friend receives a $5 eGift.

Starbucks was very strategic with the timing of their @tweetacoffee campaign to coincide with the giving spirit of the holidays.

Why it's Memorable: Simple answer, because it works. Starbucks' Twitter campaign has prompted about $180,000 in purchases to date since it launched in late October, according to a researcher.

What Does 2014 Have in Store for Social Media?

In 2013, brands began taking the approach to social media that Ford's Scott Monty has been recommending for years which includes:

• Telling a good story
• Entertaining your audience
• Listening to what they want

What do you think will be the biggest changes (not trends) to the way that companies market with social media in 2014?

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Are We, Social Media Professionals, Destroying Social Media?

If you are hanging out at Social Media Today, you most likely have a vested interest in social media, often in a paid capacity working for brands or advising them in some sort of agency situation. Maybe you just are striving to learn more and build a career path involving social media. 

We are often advising brands to develop their content strategy and they 'must' do these things such as engage and be part of social media or they will be destroyed (or something similar). .

The reality is brands are becoming the trolls, or spammers (at least in the way they do it today), which over time will hurt these social networks causing people to find alternative places to track and participate in conversations. This is nothing new, since the same thing happened to email marketing. At first it was cool, but then when too many brands started bombarding us with messages we sought ways to simply block them out.  

In my view we have to do our part to ensure success of these social networks, including helping the networks create the right user experience. 

As social media leaders we have to help our brands better understand what it is like to be a member of a community and how to add to it as opposed to detracting from it.  This is often a fine line, and difficult to decipher. As an example Oreo during the Super Bowl was unique and unexpected, but during the Oscars they were one of many doing similar content. At best the Oscars content was just noise, but I bet some felt they were being spammed.

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Be a Brand of Attraction

The Law of Attraction, one of the seven Laws of the Universe, explains that “like” matter is attracted to other “like” matter, whether positively or negatively. Magnets are scientific evidence of this, and although there’s no specific evidence to prove this Law in humans, I can say that I am a firm believer. We’re all coming up with great ideas on how to expand our reach, develop our business, or market our personal or professional brands differently – all in order to attract others who will really care and ultimately buy.

Have you ever heard something from a brand that felt like they were talking directly to you? It’s probably because the message embodied human qualities – personality, body language, humor – and it felt familiar. It’s these qualities that make up a brand’s fingerprint, which is nearly impossible to replicate by any other brand. When building your own “Brand of Attraction” it’s important that you build your unique fingerprint that makes sense to the essence of the brand (tweetable) – its values, beliefs, and own core body language.

Here are five ways to be a brand of attraction:

1) Get Real: Know who you are as a brand, and exude qualities that fit who you really are at the heart. It sounds so simple, and yet it’s probably the thing I find most companies get wrong. Whether you’re getting it from your customers, or doing the work from within, do the work to discover who your brand is. Pay attention to your fingerprint, it will create shifts along the way.

2) Empower your Team:  One of the greatest empowerments just happened in the Super Bowl. Within minutes after the lights went out in the stadium, Oreo launched a Tweet featuring an image of a sole Oreo cookie under a spotlight with the headline “You can still dunk in the dark”. The Oreo brand team and maybe their agency were clearly on standby, ready to quickly take advantage of an opportunity. Their agility to execute a Tweet like that resonated. Oreo’s Twitter following increased by about 8,000, the post garnered nearly 20,000 likes on Facebook, and Oreo went from having 2,000 Instagram followers pre-game to 36,000!. That’s empowerment at it’s best! (Forbes Article)

3) Cherish your Raving Fans: When your brand hits its lows, the only thing that will sustain you through is the brand loyalists, or “raving fans”, that are always there for you. Don’t forget to thank them, even when you’re having a bad day or a low point. You never know which fan just might help you turn things around.

4) Know your Influencers: Too many people try to sell first and influence later. I don’t recommend this.Your influence network is much more likely to stand by you, get real with you, and help you grow if you bring them in and show them the love upfront.  Imagine having a handful of people who want to shout from the rooftops simply because they care. Note: the best influencers are the ones you don’t need to ask.

5) Keep everyone in your Brand Orbit: Everyone matters in your brand orbit, as they all enter it at different places. Make sure you maintain the attraction at their entry and exit points, to make it more compelling for them to return. Your prospects, customers and evangelists are in control, and if you can relinquish it to them with confidence – by being confident in the strength of your brand’s fingerprint – you will always be on top of your brand’s growth.

Key Takeaway: Great brands thrive because they’re introspective, adopted by others because of shared values, then consistently fulfill its promise, ultimately creating value. Know your unique fingerprint, and your fans won’t be able to resist your “Brand of Attraction.”

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Oreo Won the Advertising Super Bowl With a Single Tweet

Even before a power outage halted Super Bowl XLVII, it’s likely that many CMOs were pacing nervously as a seemingly runaway Baltimore Ravens victory threatened to undercut their second half television ad spends. While Twitter mostly devolved into snarky punditry and fake accounts for inanimate stadium features during the blackout, one savvy brand cut through the chatter with a simple, clever tweet and won the evening.

Image courtesy of Oreo

By the time the lights came back on in New Orleans, Oreo had racked up over 10,000 RTs, thousands of "favorites" and overwhelmingly positive replies – all with a single tweeted image.

The fact that the cost of an ad during Super Bowl XLVII is around $3.7 million makes this social media win all the sweeter, especially since many of those brands who invested in :30 TV spots have been universally panned for crude humor and a lack of creativity.

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